Content Marketing

Introduction

Good day to you, and thank you for having me here today. I’m excited to share some content marketing ideas that will help boost your overall social media presence and branding for your traveling agency business.

But before we begin, here’s a brief explanation on content marketing: Content marketing is creating valuable content and posting it regularly on social media. A good content marketing is when a content is able to prompt positive emotional responses from the audience resulting in generating more leads or converting a prospect to a buyer. Here is the list of benefits as a result of effective content marketing. (Show page 3 “Benefits”)

Your Audience

(Show page 4 “Your Audience”) First, understanding your audience is key to developing relevant content to your audience. There are few ways to gain your customer insight such as searching up your competitors in the web, or looking up forums or groups associated with your business or directly contact your audience through social media. What you are looking for are the comments their audience give, and how other business engage with their clients. For an example, (Show page 12 “The Audience”) shows a negative review from a customer of a traveling agency. The key highlight of Wendy’s complaint is, stressed about the booking process as a new traveller, taking longer time as expected, not happy about the extra cost and so on. (Show page 13 “Content Ideas”) We can use this to our advantage by promoting the opposite. For instance, pushing a post or an ad targeting first time traveller or someone who is looking for an alternative option.

Now moving on to the strategy phases. (Show page 5 “Results) We know how to produce a valuable and effective content, but where and how do we push our content to? I have hand-picked 5 different delivering methods and strategies we can apply to your traveling agency.

(Show page 6 “Video”) Have you heard about “The best ever food review show”? Sonny share his personal experiences and cultural insights to make each episode compelling and relatable to his audience. In few of his episodes, he collaborated with other youtubers and influencers to create more exposure for his Youtube channel. (Show page 14 “Strategy – Video”) As for a travel agency, I recommend that we could create videos highlighting popular destinations and providing customer with travel tips and guides.

(Show page 7 “Podcast”) Joe Rogan has one of the most popular podcast channels in the world called “The Joe Rogan Experience”. I realised that he delivers his content consistently with each topic that entices his audience. Other than that, he made his content available in various platforms and has a very optimised keyword for the search engine that ties well together with his trending podcast topic. (Show page 15 “Strategy – Podcast”) Podcast is one of a great way for experience travellers to provide information, guides and tips especially to new travellers. Travellers or listeners may tune into the podcast on the go without the need to put their attention on watching videos.

(Show page 8 “Whitepaper”) The next is whitepaper strategy. Selling, purchasing and investing in a property can be a very personal or complex process but Ray White offer professional and personalised advice and strategies to their audiences. Using email marketing to capture leads by requiring contact information for access, which helps build a targeted audience. (Show page 16 “Strategy – Whitepaper”) To apply similar strategies, a travel agency could use “attention-grabbing” headlines such as “70+ ways to save money while traveling Europe” with a call to action button to enquire personalised information about their situation and traveling offers and package. By understanding the client in a deeper level, and providing the audience with personalised deals, the more likely the audience will convert into customers.

(Show page 9 “Blogs”) I often use Drive.com.au to search for the latest news or detailed information about cars. Other than just providing an in-depth reviews of cars and update on time, their information are mostly accurate with unbiased expert’s opinion. Their blog content contains relevant inbound and outbound sources and links, enticing readers to keep reading from a blog page to another. (Show page 17 “Strategy – Blogs”) When researching traveling agency blogs, I realised that they do a great job enticing readers with their traveling stories with a detailed on high and low point of their trip. They also conclude their stories with a piece of helpful advice for traveling. I think it would undoubtedly be a great idea to hand pick a number of testimonies from customers and have them display on the website. In addition to having great content, the blog should be updating consistently with new stories everyday and show casing the latest travel destinations with encouraging them to subscribe to newsletter. Keeping them up to date with the content and potentially generating leads.

(Show page 10 “Testimonials”) Have you ever had someone over from Jims to clean your windows or maybe someone to mow your lawn? But before that, you would do a little search around for the best person by looking up reviews? Testimonies is one of the best methods to convince an audience to be a customer. Jim’s Group particularly excel in building trust with their audience based off their existing clients. In productreview.com.au shows a copious amount of people providing positive review about Jim’s Group. (Show page 18 “Strategy – Testimonials) The same way, a travel agency should adopt this strategy. First by registering the business in several third party web such as trustpilot.com or productreview.com.au. We also should implement to build an online community around the business like for existing customer to communicate with new customers with platforms such as Facebook and Reddit.

In conclusion, content marketing plays a crucial part in generating new leads and elevating brand reputation that leads to more leads and to sales. The key take away point is to create content consistently that connects to the audience. Follow up by providing customer with great service, in return they will support and help attract new customers.